Your Business Is
Leaking Revenue.
You Just Can’t See Where.
I identify the visual, UX, and system frictions that quietly cost small businesses money, time, and customers.
Scan your website for friction 👉
You keep fixing symptoms, not causes
Tools don’t talk to each other
Simple actions take too many clicks
Your site looks fine but people don’t convert
If your business feels harder to run than it should…
These aren’t marketing issues.
They’re experience failures
Let's fix that.
Diagnose
Scan and audit where friction and revenue loss live
Repair
Fix only what’s
broken, no unnecessary rebuilds
Stabilize
Maintain the system so growth doesn’t reintroduce chaos
Fixing What the Audit Uncovers
Implementation is scoped only after diagnosis. Some clients need UX and workflow repair. Others need system modernization or experience redesign.
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Projects range from targeted fixes to full system refactors.
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Typical engagements begin at $3k
Ongoing Experience Stewardship
For businesses that want their systems to stay clean, fast, and aligned as they grow — without constantly re-hiring or re-explaining.
A Brief Introduction
I’m Hillary McMullen — a Systems & Experience Designer who fixes the invisible breakdowns between design, systems, and human behavior. I work best with businesses that value clarity, rigor, and long-term stability over hacks.
What are others saying?
"Shoutout to Hillary Eden McMullen for creating the official Tile Time logo! If you want a quick turnaround time for innovative graphic design, web development, or branding work, Hillary's your gal!"
- Connor Smith, Tile Time
"Hillary was recommended to us by another downtown business owner and she did not disappoint. Her guidance and expertise got us through a significant rebranding process and she has been there to help every step of the way since. We, very often, receive compliments on the work that she’s done for us. Thank you Hillary!!!!"
- Casey Gerken, Innisfree Bookshop
"She’s personable, understanding, and easy to work with. I recommend 10/10!"
- Cassidy Rouland, Massage Therapist
Hillary consistently provided clear and concise guidance, high quality design, and focused project management. She's a great listener, a talented designer, and a hard worker, willing to sift through the jumble to get to the important stuff. A valued partner, I could always count on her to be well informed with regards to project-related areas -- trends, competitors, demographics and more -- and knew her suggestions would be on point. As a small business owner, I find it extremely helpful to have talented and competent advisors that understand my goals and know how I think; people that can act as a sounding board or run with a project that lacks details, who can keep the ball rolling when I have too much on my plate.
- Wylie Mousseau, Artisans Reserve
"Hillary was great to work with—professional, easygoing, and genuinely attentive to the details that mattered. She really took the time to understand what I needed and built a website that not only looked great but worked exactly how I hoped. The whole process felt smooth and collaborative. I’d absolutely recommend her and wouldn’t hesitate to work with her again in the future."
- Michael St Amour,
Simply Reflex
Case Studies
The Experience Blueprint
Client: New England Coffee Festival
The Challenge: How do you unify hundreds of diverse vendors into a single, cohesive attendee experience?
The Fix: Engineer a comprehensive visual system—from signage to digital assets—that guided the customer journey and amplified the event's authority.
Identity Construction
Client: mud brothers
The Challenge: A solid pottery studio with an identity crisis. They needed a visual identity that matched their work.
The Fix: built a robust "Trust Foundation"—a visual identity system designed to separate them from the competition and signal professionalism instantly.
The Growth Master Plan
Internal Process
The Philosophy: Most businesses market by guessing, I market through data.
The Insight: A look behind the curtain at how I build revenue-generating roadmaps before a single design asset is created.
Behavioral Diagnostics
Internal Process
The Philosophy: Design without research is just decoration.
The Insight: Why I "measure twice before cutting once." How strategic user research prevents expensive mistakes and aligns your digital tools with actual human behavior.
Who am I?
Coffee Enthusiast
I love finding local cafes wherever I go and comparing who has the best roast and oat milk cappuccino!
Creative Pro
with 10+ Years' Experience
From startups to established brands, I've helped businesses build identities. craft user experiences, and develop strategies that drive results.
Outdoor Adventurer
I enjoy nature for all of my fitness needs—hiking, trail running, mountain biking, snowboarding, and snowshoeing.
Music & Photography Lover
I've been learning different instruments since I was a little girl and have a passion for photography, both professionally and
just for fun.
Design Philosophy
I believe great design is more than just beautiful visuals—it's about purpose-driven problem solving.
Passion for Storytelling
At the heart of everything I do is a passion for storytelling and connection.
